5 Steps to an Awesome Media Kit


Today I have my Ji Ji Kiki hat on, to explain what a media kit is, why it’s so important to potential advertisers, how to put together a media kit and important things to include.

A media kit is an essential tool to help convince potential sponsors and advertisers that they should be working with you. Having a polished and professional media kit will give you the edge over other blogs they might be considering.

Why is a media kit so important?

From the point of view of an advertiser, the following is an example that makes me sigh:

Thanks for checking out my blog! If you would like to advertise with me, send an email to; me (at) myblog (.) com

This is a no no on a number of counts:

  1. The blogger hasn’t included reader numbers and social media counts. I can obviously find this out by clicking all their links, but this is time consuming.
  2. There’s no mention of who the blogger wants to work with-I could assume they want to work with me, but they might only accept ads from other bloggers
  3. There’s no ad sizes or pricing included, to find this out I have to email and then wait for a reply
  4. The way the email address is written. A pet peeve, but just adds an extra step to make sure I write it in correctly.

Not including important information from the off could result in lost sponsorship from people who can’t be bothered to email to find out more. If they do get in touch, you have to send over a lot of information and wait on responses

So, those are points on how not to get advertisers. The way to do it properly is to put together a media kit.

This might sound scary, but real it’s very simple. If you’re looking to email prospective advertisers you can put together a PDF version but a simple text one on your blog is generally just fine.

What is a media kit?

A media kit is a document that give prospective sponsors/advertisers all the important information they need when deciding whether to work with you. It’s a great communication tool and also shows you know what you’re doing and gives a professional edge, instilling confidence.

What do I need to include?

This is your chance to sell yourself! Its not just your stats (but those are very important), its a chance to show off your blog, yourself and why advertisers need to work with you.

We’re going to concentrate on putting together a media kit for your sponsor’s page.

how to put together a media kit

1. Write an introduction

Your introduction is really important for advertisers when they are deciding whether to work with you. Make sure you include a bit about yourself, what your blog is about, and your readership. If you have some, links to posts where you’ve worked with brands/past advertisers are also great to include.

The introduction lets potential advertisers know what themes you cover, what you and your readers are interested in and how their products will fit into your blog and that they will be advertising to a relevant audience.

You don’t need to make this too wordy, 150-200 words will be fine. Think of this as your elevator pitch.

If you have received press coverage, you should include this here too.

2. Roll out the stats

When looking for blogs to work with, advertisers love statistics. If you only have 50 followers, its probably a little early to start looking to sell advertising space.

The important numbers to include are:

  • Total page views per month (from Google Analytics)
  • Unique visitors per month
  • Reader demographics (from GA or Quantcast)
  • Subscribers (on GFC, Bloglovin’, mailing list)
  • Social media followers on Facebook, Twitter, Instagram, Pinterest etc.

It’s important to make sure that you stay current with your statistics. Put “as of {date}” and make sure you update it at least every 3 months.

If you’re a new blogger and haven’t got thousands of readers, growth trends are great to include. So, for example ‘I’ve only been bloggers since November, but my readership has grown by 150%‘ sounds better than ‘I’ve got 15 Twitter followers‘.

3. Outline your offerings.

If you’re using Adlet for your advertising (which of course you should be ;), all this important stuff is included in your Ad Shop. If you’re not (!), things to include are;

  • Your ad sizes, prices and how many of each are available. Usually there will be one main sponsor that sits at the top and then a number of smaller options.
  • State where on the site your ads are displayed. Sidebar, header, at the bottom of every blog post or in your subscriber email.
  • Include what else your sponsors get as part of their package. Opportunity for a giveaway, product reviews, feature posts, social media shout outs…these are all good add-ons to entice potential advertisers.

4. Everybody loves a testimonial!

There’s no better promotion that what other people have to say about how great it is to work with you. If you have already worked with advertisers in the past, now is the time to send out a nice email asking if they could put a few lines together. Offering a link back to them is a great way to incentivise them!

5. The finishing touches.

So that’s it, you’re all ready to start selling! It’s always a good idea to put your email address at the bottom so people can contact you with any questions.

You can now either transfer all the details to an image editing software, or put into Word and convert to a PDF to send out to brands you want to work with.
Alternatively, put together a covering email and include a link to your advertising page so they can easily see why you’re so great to work with.

If you need some further inspiration, Being Erica has the perfect example of what a blog media kit should look like.